5 essential topics that job seekers want you to address

If your website lacks clarity on where your company stands—and proof of progress—potential hires might think you have something to hide. Here’s advice on which subjects to cover.


Before accepting a position at your organization, potential candidates will sift your content with a fine-tooth comb.

Does your website crystallize essential information and put job seekers at ease, or is it a token landing page filled with vague pleasantries and corporate jargon? You’ll be judged accordingly, so it’s crucial to optimize your content for recruiting purposes.

Here’s what potential candidates want to see when they visit your page:


What does your company stand for? What sort of culture are you building?

Potential candidates want more than generic catchphrases; they want to see tangible proof of your values in action. Words on your website won’t draw anyone in, but concrete, personal examples of how your company embodies its values will.

Whenever you write about your values, show instead of tell.

Employee testimonials

Tooting your own horn on the company website is neither compelling nor convincing. However, genuine testimonials from real employees can be a powerful recruiting tool.

“Genuine” is the key word here. If employees come across as scripted, stiff or robotic, your testimonials might scare candidates off.

Current employees are your best recruiters and ambassadors, so let your most charismatic workers share unfiltered thoughts about why your company is a great place to work.

Financial status

You might not be able to reveal too much about your financials, but candidates rightfully want to know that they’ll be paid on time every pay period.

Assure candidates that your organization is on stable fiscal footing and that you’re poised for future growth. If applicants don’t see any opportunity for promotions or salary increases, they’ll look elsewhere.

Diversity and inclusion 

Do you pay lip service to diversity, or is your organization legitimately doing something to increase workplace inclusion? Candidates want to know.

Again, it’s crucial to show and not tell. It’s easy to say you’re “committed to creating a diverse workforce,” but it’s quite another to show tangible proof. Openly share stats, stories and strategies of how your company is addressing diversity and inclusion.

Employees increasingly favor diverse leadership and inclusive environments, so cover these issues on your website.


A robust FAQ section can put job seekers at ease and pique their interest. Aside from elaborating on prosaic items like office policies or parking, you can answer questions such as:

  • What number bus or train line is closest to your office?
  • What’s your interview process like?
  • Do you provide training for particular roles?
  • What kind of professional development opportunities do you offer?
  • Are there any perks at the office?
  • What’s unique about your culture?
  • How do you address work/life balance?

Use your FAQ section to engage potential applicants. Show a sense of humor, and paint a vivid picture of what it’s like to work at your company. Anticipate questions candidates are likely to ask before they apply to an open position, and do your best to set their minds at ease.

Joanne McDonagh is head of digital marketing at Rezoomo. A version of this post first appeared on Rezoomo’s blog.

(Image via)


PR Daily News Feed

Sign up to receive the latest articles from PR Daily directly in your inbox.